The document discusses content strategy and its importance for social media marketing. It emphasizes the need for alignment between corporate branding, business objectives, and marketing objectives. It also discusses using frameworks like the 5C's to develop a content strategy and managing content over time and across different platforms. Finally, it provides a case study example of UC Berkeley's content strategy of showcasing campus diversity, quirkiness, and pride through social media.

1. Content Strategy
UGBA 198
Haas School of Business
UC Berkeley

2. Content Strategy
• What is your brand’s narrative?
• Heart of social media marketing
• Alignment, alignment, alignment
– Corporate Branding
– Business Objectives
– Marketing Objectives
– Situation Analysis

3. Content Strategy—Development
Corporate
Branding
Business
Objectives
Marketing
Objectives
5C’s
CONTENT
STRATEGY
• Customers
• Competitors
• Collaborators
• Company
• Context

4. Content Strategy—Management
• Sustainable over time
• Unique content for each platform
• Alignment with corporate and marketing strategy
• Integrated Marketing Communication (IMC)
– Consistent tone and branding across all platforms
• Timeliness is key—hint: #trending

5. Content Calendar
• Ensure that all channels are
updated routinely
• Enable multiple members and
editors to work together
• Avoid scheduling conflict and
content overlap
• Address marketing and
business objectives

6. Content Calendar—Example
Source: HootSuite

7. Case Study: UC Berkeley

8. Case Study: UC Berkeley P1
• Brand
– Prestigious, #1 Public University, Top Faculty
– Diverse, quirky, lots of studying (of course!)
• Corporate Objectives
– Tell the “Berkeley story”
– Promote “Reaching further”
– Increase reputation, admissions, selectivity
– Increase interested students and applications

9. Case Study: UC Berkeley P2
• Marketing Objectives
– Acquire new followers
– Retrain and engage existing followers
– Tell the “Berkeley Story”
– Communication pipeline to students
– Promote student UGC
• 5C’s
– Customers: Current, Prospective, Alumni, Parents
– Collaborators: Admissions, Student Orgs, External, Administration
– Competitors: Harvard, Stanford, UCLA, UCI
– Company: Social Media Strategist and Consultants, Public Affairs
– Context: More students are on social media now than in the past

10. Case Study: UC Berkeley P3
• What is their content strategy?
– Showcase campus diversity
– Showcase Berkeley quirkiness
– Showcase pride and ranking
– Communication from
administration
Quirky
RankingAdministrative

11. Takeaways
• Content strategy is the heart of social media marketing
• Consistency, sustainability, and alignment are important
• Marketing frameworks can also be applied to social
media marketing:
– 5C’s of Marketing Strategy
– AIDA: Attention, Interest, Demand, Action
– SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
• Food for thought on case study…
– Harvard / Stanford content strategy vs. UC Berkeley?